And the Internet has opinions about it.

Patagonia is making a bold political statement this week, replacing their normal e-commerce homepage with a stark black-and-white notice about recent presidential rulings. Before one even begins to read about the issue at hand, bright white letters spell out “The President Stole Your Land.” While relevant to the issue of national park conservation, it is also ostensibly a play on one of the country’s most famous folk songs, “This Land is Your Land,” by Woody Guthrie.

The subtext of Patagonia’s statement is, “In an illegal move, the president just reduced the size of Bears Ears and Grand Staircase-Escalante National Monuments. This is the largest elimination of protected land in American history.” The reader can then click below to learn more. The graphics provided are staggering, with before and after outlines of the protected areas (that seem to not be very protected anymore at all.) In fact, they are reduced to such extremes that many sections aren’t even connected anymore.

Though Patagonia is an American clothing company, these issues are dear to their heart, as the brand was founded by Yvon Chouinard in 1973. Yvon was an American rock climber and environmentalist who has spent his life not only building the well-known retail giant, but also bringing many climbing and environmental issues and ethics into the forefront of consumer discussions. Patagonia even states that “We are proud to have played a part in the establishment of several national monuments, including Bears Ears National Monument in Utah and Basin and Range and Gold Butte National Monuments in Nevada.” The brand is now suing the Trump administration, along with local community and environmental groups, to stop Bears Ears national movement from losing federal protection.

While many social media users spoke out in support of Patagonia's lawsuit, others found fault in their messaging, with Dr. Adrienne Keene of Native Appropriations, for example, questioning the use of the phrase "your land."